In the past few years, utilizing Facebook Ad Manager has become more complex. With so many options and ways to advertise, it helps if you focus on one single structure for each Facebook advertising campaign that you create. Here’s a method that works well for many small business owners.
Simple and Logical
When you utilize Facebook marketing, it is easy to get caught up in all of the bells and whistles that are offered on the platform. You’ll find it much easier to use if you simplify your structure and the campaigns that you run. This method is based on isolating just one objective or goal when you are working with the campaign level.
The objective that you are trying to achieve for your small business can be anything. Here are a few examples:
– Maybe you are trying to acquire new customers for the wake board e-commerce store that you run.
– Possibly, you are trying to grow the customer base of new users who utilize your cloud computing platform.
– You may just want to move current customers from your free subscription service to a platform where they pay.
Regardless of the objective, all of these examples should be clarified when you are working with the campaign level. After that, you’ll be able to focus on the best ads and ad set parameters that work with your single objective.
Your Setup Guide
It will be easier for you to understand the structure if you know where each element is controlled. Here are the areas where you will be working with specific elements:
Campaign Level – Your Single Objective
Ad Set Level – Working with Bidding, Budget, Audience and Placement
Ad Level – Working with Copy, Creative and the Destination URL
By being meticulous about how you structure your ads and place specific elements, it makes it much easier to manage each campaign.
Structuring Your Campaign
By using a fictitious ad account for a make-believe company, it should be easy to see how to structure your campaign when using Facebook Ad Manager. Imagine you have an online business store called FashionGalore that sells handbags, shoes and jewelry. You would take each of these three areas and separate them into single acquisition campaigns. Here’s four reasons why this strategy works best:
- Let’s say your business quickly sells out of handbags and you need to put your campaign on pause. By singling out handbags at the campaign level, you can seamlessly slow down the emphasis on this specific product line. Once inventory has been restocked, it’s easy for you to get the campaign rolling again.
- When you sell different types of services or goods, it’s highly likely that each category is going to have different types of profit margins. By separating out each line of services or goods at the campaign level, it gives you the chance to tweak the microeconomics of each separate advertising campaign.
- Elements such as your audience, ads, landing page or bidding for each campaign should be tailored so that it is congruent with each single objective. If you attempt to use the same methodology and approach to sell someone handbags when they are looking to buy shoes you are likely to run into problems.
- You’ll be able to immediately analyze your data. Imagine if someone came into your small business to analyze the performance of this type of campaign. Even with little knowledge about Facebook advertising, they should be able to see and understand the performance of such a campaign.
Structuring at the Ad Set Level
Next, you’ll want to focus on structuring the ad set level. As an example, this campaign will be used for acquiring new customers for your shoe line. You could use these three types of ad sets to acquire new customers:
– Create a value based one percent look-alike custom audience that ranges from 1000 to 5000 based on your highest valued shoe purchasers.
– Create a value based one percent look-alike custom audience of shoe visitors and auto exclude the website custom audience.
– Create a website custom audience for potential customers who have been to URLs of shoe lines.
It’s important that you exclude audiences so that it singles out each respective audience segment.
Structuring at the Ad Level
In the example above that focused on acquiring customers for new shoes at the campaign level, you’ll want to focus on an offer, copy, creative and landing page that is tailored to and targets your perfect customer for shoes. You must know who your customers are and tell them what to do through your ad copy and call to action.
Typically, this type of campaign is going to be targeting individuals who are unfamiliar with your brand. You’ll want to grab their attention by using images of shoes that are striking and beautiful. The first intent of your ad is to gain them as an active audience. You want them to stop and pay attention. After they have stopped what they are doing to look at your ad, your call to action should be written so that it sends them to a sales page with the same shoes and options to look at others. This creates a seamless transition from the Facebook platform to your website.
As you can see, by singling out your objectives and placing them in distinct campaigns, it gives you better control and the opportunity to analyze your results. If you’d like to receive help from a professional who has expertise in Facebook marketing and increasing sales, contact one of our experienced representatives today.